(Bloomberg) -- They're known as “grid girls,” “walk-on girls” and “ring card girls” -- attractive, often scantily clad young women hired to work on the sidelines and podiums at male-dominated sports events. Now, many of them are out of a job, as European sports are having a #MeToo moment.
“This custom does not resonate with our brand values and clearly is at odds with modern-day societal norms,” Sean Bratches, managing director of commercial operations at the auto-racing circuit Formula One, said last week as he announced that “grid girls” would no longer appear on the track at races worldwide. Formula One, based in the U.K., was acquired last year by Liberty Media Corp. of the U.S.
Earlier in January, the U.K.-based Professional Darts Corp. said it would stop using “walk-on girls” to accompany male competitors to the stage at its tournaments. And Spain's Vuelta a Espana bike race previously ended the practice of having female hostesses appear on the podium with race winners. The event, sponsored by the Paris-based Amaury Sport Organisation, substituted what it described as “elegantly” dressed men and women.
Amaury, which also organizes the Tour de France as well as European golf tournaments and the Dakar Road Rally, didn't return calls seeking comment on whether those events could be affected. The winners of the Tour de France's daily stages as recently as last year were congratulated and kissed on the cheek by young women on the podium.
Outdated Image
Some event sponsors say the use of women in such roles projects an outdated image of sports, making it harder to attract new fans and younger television audiences. The darts organization told British news media that it acted “following feedback from our host broadcasters.” Britain's ITV television network, which broadcasts many of its competitions, said it had been consulted and approved of the decision.
Unlike the U.S., most professional teams in Europe don't have cheerleaders. But boxing, tennis and other sports employ young women on the sidelines of competitions and related events.
There have been no allegations of sexual harassment or abuse of these women. But the actions by Formula One and the darts group came a few days after a highly publicized newspaper report about women working as hostesses at a male-only charity dinner in London being groped and propositioned by guests. Representatives of Formula One and the darts organization did not immediately return calls.
The moves by the darts and auto-racing organizations have drawn praise from groups that say the women were treated as objects.
The problem “is the message it gives about how women are valued in society,” the Women's Sport Trust, a non-profit advocacy group, said in a statement after the darts organization made its announcement. “Sporting viewers are expected to admire the successful, talented, strong men taking part in competition, with the role of women purely based on their physical appearance.”
Some fans have reacted angrily, though -- as have some of the women previously employed at sports events. In an interview on ITV, Kelly Brook, a British actress and model, said that her previous employment as a Formula One “girl” was well-paid and “one of the best jobs I ever had.”
‘Dress Glamorously'
“You dress glamorously and obviously it's about being presentable, but I never felt I was taken advantage of,” she said.
Opponents say they've collected tens of thousands of signatures opposing the bans by Formula one and the darts groups.
Not all sports are saying #MeToo. Eddie Hearn, who runs British boxing promoter Matchroom, said he planned to continue using “ring card girls” who carry cards displaying the number of the upcoming round. The practice has “been a part of boxing history for many, many years,” he wrote in an article for the British edition of GQ. The women, he added, “are actually serving a purpose.”
To contact the reporter on this story: Carol Matlack in Paris at cmatlack@bloomberg.net.
To contact the editors responsible for this story: Eric Pfanner at epfanner1@bloomberg.net, Anthony Palazzo
©2018 Bloomberg L.P.
Essential Business Intelligence, Sharp Market Insights, Practical Personal Finance Advice, Daily Fuel, Gold and Silver Prices and Latest Stories — On NDTV Profit.
